search query: @author Pieters, R. / total: 10
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| Author: | Pieters, R. Robben, H. |
| Title: | Consumer evaluation of money as a gift: A two-utility model and an empirical test |
| Journal: | Kyklos
1999 : VOL. 52:2, p. 173-200 |
| Index terms: | GIFTS MONEY SOCIOLOGY |
| Language: | eng |
| Abstract: | We propose a model of gift evaluation by consumers, which specifies that the total value or utility of a gift trans- action is an additive and a multiplicative function of the acquisition utility and exchange utility of the gift. We apply the model to the evaluation of money as a gift, and offer the results of two initial experiments to test some of its predictions. The results underline the important role of the resource and normative functions of exchange utility in consumer evaluation of money as a gift. Implications of the results for gift-giving theory are formulated. |
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